To pull your entire narrative together, find the one element that is the essence of what you’re about.
Over the chapters of this Guidebook, you’ve identified the different building blocks that go into the design of a narrative. Now, we will look at a final element that pulls it all together.
We began with the Shared Purpose that defines your business in a way that makes it universally relevant and engaging. You can think about narrative as expressing three dimensions of this purpose.
Here’s how the other elements fit in:
So how do these all come together? We use a test called Bring It On.
Bring It On is the element of your narrative that is the essence of what you are about. The ground on which you want to compete. The thing that you know you are better at than anyone else.
Your Bring It On is the one thing you are better at than anyone in the world.
We aren’t looking for a value proposition here, although it might be related to that.
Your Bring It On is the focal point of your narrative.
The tricky part of finding your Bring It On is that it is not as obvious as you might think. We often take our greatest gift for granted. It's so obvious to us that we assume others can see it too. Or it comes so easily that we assume it can’t be a source of real differentiation or advantage.
Take a look through your narrative and see which of the elements you feel really defines and distinguishes your business.
See if you can boil it down to a phrase or saying that captures the essence of the narrative.
Ask yourself: on what would we happily compete against anyone in the world?
Use the worksheet to record your Bring It On.